This blog is by Shelley Schlueter at Nokia Networks
Staying at the forefront of innovation calls for commitment – and our hard work has been noticed.
Nokia is shown to be the leader in market position in a recent report by Tolaga Research: “Operationalizing Customer Experience Management: A Network-Centric Perspective” (Dec 2014). The report analyzes some of the biggest players in Customer Experience management (CEM).
Philip Marshall, Chief Research Officer, Tolaga Research summarizes:
“Nokia’s CEM solution has a horizontal focus towards combining network and service information and market survey data (such as Net Promoter scoring), for quantifiable results to calibrate CEM led optimization initiatives. While other players have similar solutions, we believe that Nokia is differentiated in its approach towards relating abstract CEM concepts to quantifiable business outcomes.”
At Mobile World Congress a year ago, we showed how our Customer Experience Index can be linked to Net Promoter Score (NPS) results. This allows for near real time predictions of NPS, the capability to drill down into the causes behind any score drops, as well as taking closed loop actions to raise those scores. Obviously raising NPS can have a direct impact on retention, which in mature markets today is the real end game.
Tolaga Research characterizes our SWOT analysis under the heading “Nokia’s CEM Drive Service Providers Towards Operations 2.0”. Looking at the opportunities identified in the report, our CEM demonstrations at Mobile World Congress 2015 spoke to them loudly and clearly.
This year at the show, we highlighted a new offering called predictive marketing that leverages a recent acquisition by Nokia HERE. It combines network analytics from Nokia Networks with prediction algorithms and a slick marketing campaign tool from Nokia HERE. Predictive marketing can help identify who from your customer base is likely to spend more or who is likely to churn, for example.
The right message to the right person at the right time
Nokia predictive marketing brings increased revenues to operators through up/cross sell as well as prediction-based targeted campaigns that boost take-up. Customer retention can be improved by basing personalized messaging on customer experience insights. Campaigns can be efficiently created in less than an hour and run automatically.
And then there is the proactive piece where Nokia predictive marketing can be linked to other elements in the operator network to deliver proactive messages to subscribers about service quality improvements and compensations.
Tolaga Research said about our Analytics and Prediction opportunities:
“Given the importance of network optimization and its complexity in addressing CEM demands, there are tremendous opportunities for Nokia to capitalize on its network infrastructure know-how to deliver innovative analytical and prediction capabilities.”
Introducing Dynamic Experience Management
We also showed the evolution of our CEM solution at Mobile World Congress with an analytics innovation called Dynamic Experience Management (DEM). It ensures that subscribers get the best experience possible no matter what the network conditions. DEM balances traffic loads by going down to the application session level and prioritizing traffic based on those session needs rather than doing so based on user or application. By combining these analytics with machine learning, DEM can predict when traffic spikes are likely to occur and balance them more effectively, which neutralizes their impact.
Our CEM on Demand portal gives operators one analytical view of the network across their entire organizations. Our predictive marketing allows them to create more precisely targeted marketing campaigns in a fraction of the time it used to take. And our innovation of Dynamic Experience Management brings the best experience possible to subscribers with more intelligent traffic balancing. With these, we demonstrate our leadership in Customer Experience Management, and we keep evolving to stay in the leading position.
What do you think is the most interesting bit here? Are we missing something? Share your thoughts below – or join the Twitter discussion with @nokianetworks using #NetworksPerform #CEM #CSPCX #mobilebroadband.
- Video and article: A better way to manage the Customer Experience
- Video and article: Knowing what your customer really, really wants: the power of Predictive Marketing
- Webpages: Customer Experience Management products